During my latest Office Hour call, we chatted about the “X-Factors” of content creation.
The little things that transform a piece of content from “Meh”, to “WOW, this is amazing!”
While many of us can look at two pieces of content and easily say which is “better”…
… we often struggle to quantify exactly WHY it’s better.
So today, I’m sharing 7 things high-level content creators do to make their work stand out…
… and get more shares, bookmarks, comments, word-of-mouth spread, and loyal fans.
The good news? You can start using them in your content too.
So let’s get into it!
#1 – They know their audience inside and out
Great creators KNOW who they’re trying to reach and help.
Because they have clarity, they can speak directly to the hearts of their ideal customers/readers/followers.
They can then create content for that audience around:
- The biggest problems they’re facing.
- Common objections for why they can’t do XYZ.
- What they’re searching for on Google/Pinterest/TikTok/YouTube, etc.
- Questions they’re asking inside forums, DMs, or emails.
- Topics they find inspiring/motivating/worth saving.
- Ideas or beliefs that need shifting.
- Cornerstone information they need to see the bigger picture.
- Trends that might not be on their audience’s radar yet.
- The creator’s unique frameworks for solving their problems.
People who aren’t in the trenches, engaged with their target audiences, will never be able to create the same level of compelling content.
So get out there and start interacting with your people!
#2 – They’re mega-focused on serving.
If you want your content to stand out, your north star should be creating something that genuinely helps people.
This usually means going beyond just SEO when planning your content calendar.
If you ONLY create content around topics you can rank for, you’re centering yourself in the content creation process.
Whether you realize it or not, you’re prioritizing your needs (traffic) over the needs of your audience (content that serves them, regardless of keyword difficulty.)
The better approach: Ditch the SEO tunnel-vision.
Create a variety of content for your audience, which can include:
- Search-optimized content
- Cornerstone content
- Connection content
- Content optimized for discovery
- Just-for-fun content
But don’t stop there! Also make sure you’re organizing that content in helpful ways on your website using categories, internal links, and well-designed navigation.
#3 – They highlight their personality (not hide it).
People connect with people online, and the more you let your personality shine, the more you will attract true fans.
Here are some ways you can liven up your content:
- Include personal stories.
- Infuse some humor.
- Share first-hand anecdotes.
- Write in the first person.
- Sprinkle in pop-culture references or slang.
- Use specific details/descriptors.
- Simply write as you talk.
AI cannot do these things well, so it automatically sets you apart from the masses of AI drivel currently flooding the internet.
#4 – Trust is everything.
Once you’ve established trust with your audience, everything gets easier.
When people trust you, they want to hear from you and purchase your products and services!
Here are some tips for building trust:
1. Don’t hide your face – Showing your face, full name, and credentials across your website and social accounts instantly gives you a credibility boost. Making it clear you’re a real-life human immediately sets you apart from faceless brands or semi-anonymous accounts.
2. Demonstrate your authority- Consistently show people why they should trust you. Show off your experience, expertise, education, credentials, certifications, awards, media mentions, published works, personal journeys, partnerships, and, if applicable, customer results.
Would you like to save this?
3. Cite your sources – If you write about topics that require references, always include them, ideally as hyperlinks directly to the primary sources.
4. Overdeliver – When your free content is consistently high-value, it gives people confidence that your paid stuff will be just as good or better. Publish as frequently as possible while maintaining high standards, rather than chasing an arbitrary content schedule.
5. Play the long game – It will likely take years to “make it” online. Want proof? Check on your favorite content creators. How long have they been creating? 3, 5, 10+ years? If you map your goals on a longer timeframe, you’re more likely to do the work without burning out.
Building trust takes time, intention, and hard work. There are no shortcuts. But if you stick with it, that hard-earned trust can carry your brand for years.
#5 – They don’t rely on templates.
The internet has a “samesies-content” problem.
Too many creators copy what’s working for someone else instead of creating from a place of inspiration and service for their readers.
Look, I love a good template for kicking off ideas…
… but you’ve always gotta take it further than that.
Before you hit publish, ask yourself the following questions:
- Will this be genuinely valuable to my audience?
- Does this content have an original spin/angle or analysis/reporting?
- Am I going beyond what others have already said?
- Is this information that can’t already be provided by AI?
- Can you feel a personal connection through the writing?
- Would people bookmark or share this content?
If the answer is no to any of these questions, keep iterating.
And don’t be afraid to dedicate a percentage of your calendar to content you’re excited to make, regardless of what others are doing!
#6 – They include “extras” most people won’t.
It’s relatively easy to create a written piece of content today (especially if you use AI.)
To stand out, include additional components, like:
- Original images
- Infographics
- Video
- Formatting that enhances the user experience
- Testimonials
- Expert quotes
Use your best judgment to decide which components will enhance each piece of content.
To see what’s working best, use a tool like Microsoft Clarity to analyze how people engage with and navigate the content on your site.
#7 – They collect data/feedback and iterate based on it.
Smart content creators collect data and tweak their strategies based on what they find.
For example, you may want to track which content had…
- The largest reach.
- The most engagement.
- The best rankings in search.
- The most backlinks.
- The most shares.
- The highest click-through-rate.
You’ll also want to look for bigger patterns, like which platforms and formats drive the most traffic or which types of content have the best conversion rates and ROI.
Use this information to double down on what’s working.
Then do the opposite and look for content that is losing traffic, impressions, or engagement (or that never performed well in the first place.)
Refresh and republish that content to prevent your website from experiencing “traffic decay.”
Summary
If you can understand the secret sauce behind “great content”, your chances of successfully gaining traction online increase tenfold.
And remember – even if you conceptually understand all of these things, it takes practice to improve.
Keep putting in the reps and you’ll be surprised how much progress you can make with just a few months of intentional work.
P.S. If you want more actionable tips on becoming a better content creator (and online business owner), I’m SO EXCITED to announce that my new membership, Search Savvy, will be opening its doors next week!
Gain access to my signature course, SEO Made Simple, plus additional trainings on email marketing, content repurposing, and sales funnels – all for one low monthly or annual fee.
Can’t wait to share more soon! Hop on my newsletter to get all the details as they emerge.
Founder of The Unconventional RD
Erica Julson is a registered dietitian turned digital marketing pro. She has over 14 years of experience blogging and building online businesses and has taught over 1,000 people inside her programs.